The National Farmers’ Union and Assured Food Standards are to unveil a major initiative to raise the profile of the little red tractor mark on August 23.
The NFU has enlisted the services of Andrew Joliffe Advertising to organise the campaign, which is partly funded by its campaigns budget. Details of extra funding will be revealed shortly.
NFU campaigns manager Beverley Wilson said: “We are completing consultations in the in the next few weeks. This will
be the first in a new style of campaign. Under Rachel Oliver, our director of communications, we have been taking a closer look at advertising.”
Wilson said the campaign would broadly have two main phases. The first would focus on promoting the benefits of the scheme among farmers, encouraging them to sign up to it. It would then be broadened to raise awareness among retailers and shoppers.
Wilson explained: “The campaign will address the whole food chain, not just consumers, so it will be very big.
“It is addressing a two-fold objective. While the mark is widely recognised, it is not widely understood, so we wanted to communicate its significance better.
“We are also responding to the challenges in the Curry Commission’s report on the Future of Farming and Food to unite the food chain and address consumers.”